Tiendanube reports 106% growth in El Buen Fin

The e-commerce platform doubles the financial performance of its sellers, revealing consumer trends and preferred payment methods.

Analysis of E-commerce Performance during El Buen Fin 2025

The e-commerce platform Tiendanube has published a detailed report on the performance of the online stores integrated into its ecosystem during the El Buen Fin 2025 event. The most significant data reveals an increase of 106% in global turnover, which represents a doubling of the economic performance recorded in the previous year’s edition. This substantial growth is not an isolated event, but the result of an upward trend in the adoption of digital commerce in Mexico, positioning it as a fundamental pillar for the expansion of business in the country.

A deeper examination of the transactions yields equally compelling data. The system recorded a total of 19,175 transactions, which translates into a 119% increase in trading volume. At the same time, the number of products sold experienced an increase of 42% compared to the same period in 2024. A particularly relevant indicator for the entrepreneurial economy is that 37% of participating stores had less than a year of operation within the platform. This figure validates the ecosystem’s commitment to promoting new businesses and startups, demonstrating that technology acts as a catalyst for their insertion and competitiveness in the market.

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Geographic Distribution and Consumer Behavior

The geographical analysis of sales allows us to identify the most dynamic centers of digital economic activity. Mexico City led the transactions with a share of 14.34%, followed by the State of Mexico (9.03%), Jalisco (8.07%) and Nuevo León (4%). In the area of ​​consumer behavior, the event attracted 12,895 unique buyers, marking a 74% growth in the customer base and adding approximately 12,605 new consumers to the digital ecosystem. This flow of new users underlines the expansion of the customer base that relies on online transactions.

Regarding payment preferences, the study reveals a diversified panorama. The platform’s native solution, Pago Nube, processed 20% of the total transactions. However, traditional methods, such as payment in cash or by bank transfer, grew by 5%, remaining the most relevant financing option for a significant portion of end users. This duality signals the coexistence of financial innovation with payment habits rooted in the Mexican market.

Consumption Trends and Leading Categories

The fashion and clothing category consolidated itself as the absolute favorite, accounting for 33.6% of total sales. They were followed, in order of importance, by the Beauty and personal care sectors, with a share of 16.3%, Home and gardening (6.5%), and Books (4.8%). This consumption pattern reflects a clear orientation towards items for personal use, gifts and products associated with year-end celebrations, outlining consumers’ spending priorities during this promotional period.

According to statements by Juan Vignart, Country Manager of Tiendanube México, “The Buen Fin 2025 exceeded the threshold of what was projected in key metrics. This result is not just a number; it is the validation of the impact that Tiendanube’s technology and solutions have on Mexico’s digital economy, allowing thousands of entrepreneurs and businesses to scale their sales.” This statement summarizes the main conclusion of the analysis: the exponential growth observed is a robust indicator of the growing maturity of national e-commerce and the fundamental role of technological platforms in the democratization of market access for companies of all sizes.

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Sheinbaum reinforces security and housing in Cuautla

The president presented a package of social and security actions in Cuautla, Morelos.

President Claudia Sheinbaum visited Cuautla, Morelos, to announce a set of social and security measures. Among them, the construction of 10 new schools of the “Margarita Maza” National High School, house-to-house visits, more jobs through Young People Building the Future and a greater presence of the National Guard.

“We are going to build together, because this is a job for everyone, for families to care for their children, for the state government and for the federal government,” the president highlighted.

The visit occurred after the arrest of the mayor of Cuautla. Sheinbaum instructed strengthening the federal presence with attention to the causes, as part of the National Security Strategy. Next week they will begin house-to-house tours and outreach to merchants. He promised to return in three months to monitor progress.

Housing for Wellbeing

At the event, 128 Infonavit homes and 207 Insus deeds were also delivered. Sheinbaum recalled the four components of the program: build 1.8 million new houses for people with incomes of one to two minimum wages; deliver the same number of credits for improvement; grant a million deeds; and restructure unpayable loans for 5 million families.

Octavio Romero Oropeza, director of Infonavit, reported that of the goal of 1.2 million homes, there are already 440 approved complexes that total 514 thousand houses (43% progress). In Morelos, the goal is 13 thousand new homes with an investment of 8,150 million pesos.

Edna Elena Vega Rangel, head of Sedatu, explained that 128 homes and 207 deeds were delivered. Governor Margarita González Saravia thanked the expansion of the state goal to 24 thousand houses in the six-year term, in addition to other works such as modernization of the countryside, a Convention Center in Cuernavaca and the “Circuito Tierra y Libertad” highway program.

The beneficiary Kendra Ramírez Orozco expressed her gratitude for access to housing. Sheinbaum reiterated his commitment to return in three months to follow up.

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They demand justice for a journalist in Oaxaca; colleague receives threats

Threats against journalist in Oaxaca after the murder of Alejandro Leyva; protest in the Guelaguetza.

Threats against correspondent

After the murder of Francisco Alejandro Leyva Aguilar, Proceso‘s correspondent in Oaxaca, Pedro Matías Arrazola, was intimidated through social networks. They warned him that he would be next.

Organizations such as Reporters Without Borders and the UN demanded that the threats be investigated and security guarantees granted. The Oaxaca Prosecutor’s Office deployed two agents to protect him, and the state police carry out patrols near his home.

“I didn’t find out until they told me about Reporters Without Borders and then the UN, but I didn’t pay much attention to it (…). Better to keep a low profile,” declared Matías.

The journalist explained that he avoided spreading the threats so as not to divert attention from Leyva’s case. However, colleagues advised him not to minimize the risk, in a context of growing attacks against the press.

Two years ago, individuals threw Molotov cocktails with nails at his home, without causing any injuries. That attack forced him to leave the country for six months. Sixteen years earlier he was kidnapped and tortured.

“I am not afraid. I am a believer. I have a mission in this life and it will be until God decides,” he stated.

Matías filed a complaint for threats with the State Prosecutor’s Office. Its incorporation into the federal protection mechanism began.

“If we remain silent, they will have achieved their purpose. In recognition of Alejandro Leyva, I will continue along the same critical line,” he said.

Protest in Guelaguetza

Relatives and friends of Alejandro Leyva protested during the Guelaguetza delegation parade. With tarps, banners on the roof of a house and dressed in black, they demanded justice.

“We are Alejandro’s family and we ask for justice for my uncle. We know the situation in the country. It is not just Oaxaca, it is the entire country. Please join our cause,” expressed the protesters.

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Sheinbaum announces border reopening for Mexican cattle

Gradual reopening of the US border to Mexican cattle at the end of August.

New stage for national livestock farming

President Claudia Sheinbaum confirmed that the United States border will gradually reopen at the end of August for the export of Mexican livestock. The measure represents economic relief for the country and for thousands of families dedicated to livestock farming.

Both nations suffered losses during the shutdown, caused by the presence of the screwworm. Sheinbaum acknowledged that the coordinated work between governments and producers for more than a year made it possible to contain the pest.

“You know that we have been working on the issue, both with all the livestock organizations and with the governors, to contain the screwworm,” said the president from Cuautla, Morelos.

As part of the strategy, a plant to produce sterile flies is already operating in Chiapas. In addition, Cofepris is analyzing a new strain that would make the process more efficient.

Sheinbaum explained that the effort is carried out in conjunction with the governments of Mexico, the United States and Panama. This articulation created the conditions for the US authority to authorize the opening of the border.

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